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Hi,
This week we're talking about social media ― how we can use it to test product concepts and value, find our people, and build reliable reach before launch. Social media is growing up. It's worth being more intentional about it.
Readings to inspire you to take action.
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— What Brands can Learn from How Entrepreneurs Use Social Media. The handicap many established brands have is that they have a product or line of products they need to market ― that's often enough to be wired in thinking about social media as channels, rather than tools. Entrepreneurs don't have those constraints. Because they're often thinking only about a problem. Read more.
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— Social Media is Growing up, Good News for CMOs. Not a CMO? Lots of references that apply to decision makers and practitioners. Marketing is all about creating value. Answers to: Where are people and what are they doing today? What are brands doing in social? What are the key social commerce trends? What are the implications? Read more.
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— Missed the last issue? Catch up here.
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 I love working. Chances are you do, too. Because "It’s not the job itself that gives us a sense of purpose, but the pleasure of work."
— More original content on Twitter, Facebook and LinkedIn.
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Read More, Think Better
Do you ever wish you had creative superpowers? I do. Problem-solving skills will continue to rise in demand in all professions and roles. Creative Superpowers will help you re-learn key traits often forgotten from childhood, such as adaptability, curiosity, empathy and fearlessness.
Useful for hacking, making, teaching and even thieving. Because not all advice on creativity fits each category, the authors broke it down per use case.
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01.
People Aren’t Dumb. The World Is Hard. Do you ever wish you could make better decisions? Some cognitive problems are really hard to figure out. Richard Thaler was the man who turned nudges into a powerful concept for execution to impact #behavior.
Key concepts:
- pay attention to mental accounting
- create a mechanism to label things
- figure out a way to do what you do that works for you ― survival!
- ignore sunk costs at your peril
- create thoughtful default options ― they have massive effect
- work on things that are both important ― and interesting to you
- go with, “people say they want to do one thing, but often do another”
- look at the power of incentives ― to use the right ones
- don't invest in things you don't understand ― invest in understanding
- delay gratification if you want to invest in the future
Applies to life, work to help clients, but also yourself.
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02.
- treat advice as a gift ― show gratitude (even if you don't take it)
- take it seriously ― it's not a distraction, it's an invitation to do something
- use the context to evaluate it ― ego boost for the giver? New precious contacts? How it was solved before? Insights on best practices?
- watch your manners ― worst thing you can do is take the gift for granted. Instead ask, "Help me understand why is this important?"
Applies to networking, business, product, and market development.
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03.
How to Succeed in the Media Game. Do you share articles on a blog or email as a lead generation tool? Then you are a #media company, even if that's not your core #business. Marc Andreesenn is the founding partner at a successful VC firm.
Key ingredients:
- have a point of view and distinct voice, it's not about being objective ― it's about being cohesive with your purpose and the value to your clients
- put business objectives first ― if there's no conversion, forget the conversation, figure out the business angle first
Because there's too much competition for attention, and time. People want to know what value you offer first, ask questions later.
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04.
innovation is maturing, Do you want to be among the new kinds of firms that disrupt the professional services market? Take advantage of consultancies and agencies that are not adapting to the market. Structure, #businessmodel, and #culture are against them.
How to be more strategic:
- build around client needs ― how do you make their lives better?
- change how things are done ― focus on outcomes
- create better products ― to deliver more value in growth / profit
- think multidisciplinary ― and set up fast learning feedback mechanisms
- use digital as a transformation tool ― collaboration makes work better than order taking
The most valuable kinds of outcomes are helping grow clients' profitability, building clients' capabilities. That's where I focus. Do you?
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Don't try to please everybody. Go for the people who matter.
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